Design A Cause Marketing Campaign

Cause marketing is a mutually beneficial marketing partnership between a nonprofit charity and a for-profit business in service of both parties’ respective business, and social goals. The way it works is a company donates a portion of their sales to a specific charity.

Aligning a brand with a cause creates social value, increases connection with the public, and communicates shared value, as well as profit. Studies show consumers are more likely to switch brands to one associated with a good cause.

American Express first coined the term cause marketing in 1983 to describe its campaign to raise money for the Statue of Liberty’s restoration. American Express donated one cent to the restoration every time someone used its charge card. As a result, the Restoration Fund raised over $1.7 million and American Express card use rose 27%.

Almost 90% of consumers will purchase a product because a company advocated for an issue they cared about, according to the Cone Communications Global CSR Study.